CCI: A project to produce a public awareness TV commercial in South Africa

Centre for Communication Impact (CCI)
Please note: this opportunity closing date has passed and may not be available any more.
Opportunity closing date: 
Friday, 20 November, 2020
Opportunity type: 
Call for proposals

READVERTIZEMENT: REQUEST FOR PROPOSALS
A project to produce a public awareness TV commercial in South Africa

NOTE: Those that already submitted are welcome to further refine their proposals and re-submit. Kindly indicate Re-submission in the Subject Line so we ensure we review the refined version. Otherwise, all previously submitted proposals will be considered.
 
With support from Vital Strategies, Centre for Communication Impact (CCI) is working with other stakeholder groups on a population level communication campaign on the problems of an unhealthy diet in South Africa. Fundamentally, the communication campaign aims to make the link between unhealthy food and the negative impacts on health. CCI Strategies seek to appoint an agency to provide production services for a national media campaign to be launched in January/February 2021. An experienced agency is required to manage the filming and post-production of a high-quality television commercial for a campaign that highlights the health harms of high content of sugar, fat and salt in packaged foods and illustrates the need for clear labels that reveal exactly what’s in our food.

1. PROJECT BACKGROUND 

Obesity is a fast-growing issue with dire and life-threatening health consequences. Nearly one-third of the world’s population are overweight or obese, including more than 41 million overweight children under the age of five. Obesity is a key driver of noncommunicable diseases, which cause more than 70% of global deaths.
 
South Africa has the highest overweight and obesity rate in sub-Saharan Africa, with up to 70% of women and a third of men being classified as overweight or obese. Some 40% of women in our country are obese and one in four girls and one in five boys between the ages of 2 and 14 years are overweight or obese. Obesity is associated with a number of diseases including type 2 diabetes, heart disease, stroke, hypertension and certain cancers, which are among the top 10 underlying causes of death in the country.
 
The most economically active portion of the population are now living with diabetes and heart disease, placing strain on the workforce and driving up health care costs. Furthermore, the costs of managing the chronic diseases caused by obesity are a heavier burden on lower-income households.
 
Among the various underlying causes for rising obesity levels, is the increasing consumption of highly refined and processed foods high in fat, sugar and salt and sugar sweetened beverages. Over the years, South Africa’s dietary patterns have shifted from natural and basic diets towards Western diets which typically consist of ultra-processed foods which contain high levels of salt, saturated fat and sugar.

The fast-changing food environment has made it increasingly difficult for consumers to avoid buying unhealthy foods. The high number of product choices in stores, incomprehensible labels and aggressive advertising by the industry disempower consumers from opting for healthier foods.

The epidemic requires robust, policy-related preventive interventions to control the obesity epidemic. Some countries have laws and policies that enforce the application of front-of-package
warning labels on unhealthy foods and regulate the junk food advertising to children thus making the environment more supportive for heathier food choices.
 
Campaign Objectives

  • Increase public understanding that the high amounts of salt, fat and sugar in unhealthy ultra-processed packaged food they eat regularly can lead to obesity and other NCDs
  • Increase public understanding that a major reason for them being unable make healthier food choices is because packaged food products don’t carry clear, warning labels
  • Build public support for clear warning labels
Campaign Target Audience

Primary audience:

  • All adults aged 18-55 of LSM 3-8, most of whom are parents or caregivers, from low-middle socio-economic groups who purchase processed unhealthy food for themselves and on behalf of children aged 16 years and below.
Secondary audience:
  • Individuals with the power to influence the food environment including policymakers in the health and education ministries, members of parliament, other stakeholders and food distributors (main actors along the value chain).
Additional Information
 
Reading material
About Centre for Communication Impact (CCI)

Centre for Communication Impact (CCI), formerly known as Johns Hopkins Health and Education in South Africa (JHHESA) is a South African non-governmental organization that has been in existence since 2004, designing and implementing evidence-based strategic communication programs to drive social and behavior change. CCI designs, implements and evaluates impactful implement communication campaigns that seek to inform and educate the public about issues such as HIV, gender-based violence and non-communicable diseases as well as to promote the demand and uptake of different health and social services among South Africans.
 
All materials produced become the property of CCI.

2. AGENCY TASK

With leadership from Vital Strategies, concepts for four television commercials have been developed and these reflect the mass media campaign objectives. Each creative idea is undergoing concept testing to determine the style of communication that resonates well with the target audience and elicits the desired reactions. The testing research will determine the style of communication that resonates well with the target audience and elicits the desired reactions. The study will also test the relative effectiveness of different messaging/creative approaches in shaping people’s perceptions of and attitudes about unhealthy packaged food and beverages and the negative health impacts of consuming such products. One concept will be selected to move forward to production.
 
CCI requires an agency with expertise to use the outcomes of the concept testing study to produce a TV commercial and other campaign executions including but not limited to social media /digital and radio adverts.
 
The successful bidder will be expected to do the following:
  1. Study the concept testing results report to guide production
  2. Make minimal script changes to the most effective concept and address any content issues highlighted in the research
  3. Prepare a creative treatment for the TV commercial
  4. Once creative treatment for TV commercial is approved, they will commission and oversee production of TV commercial.
  5. Plan all activities related to pre- and post-production of TV commercial including location scouting, talent searches, wardrobe and video editing.
  6. Manage on-the-day production including ensuring a COVID19 safe environment
  7. Contract talent (as per CCI and Vital Strategies guidelines i.e. ensuring no conflict of interest, negotiating usage fees).
  8. Propose and produce campaign executions for other media channels including digital / social media out-of-home and radio.
  9. Obtain approvals and address any legal issues (there will be a separate legal review).
  10. Ensure all materials are delivered to stations, publications and posted online by material deadline.
  11. Coordinate the media buying agency to ensure seamless collaboration to meet campaign deliverables.
Note: The exact deliverables for the project will be outlined in a detailed brief to the bidder

3. RFP DELIVERABLES

The first stage in the campaign development process is the appointment of a suitably qualified agency to work closely with CCI and its partners, to produce campaign materials, primarily a TV commercial for use across traditional and social media based on the selected scripts and storyboards. Our procurement processes require us to invite a minimum of three agencies to respond to this invitation to demonstrate how their credentials and experience can support the challenge ahead.

Your submission should include:

  1. A statement of why your agency would be a suitable partner for CCI (one page).
  2. Description of previous production work that is relevant to the health communication task required by CCI. Links should be provided to view examples online. (no more than 5 pages).
  3. Experience working with similar not-for-profit clients and your approach to this type of work (no more than two pages).
  4. Experience plus one or two examples of delivering high quality productions for small budget campaigns. (two pages).
  5. Experience of the proposed team that would be assigned to CCI (including film director, producer and account management). This should include Agency-proven capabilities to manage large TV production projects and a workplan that demonstrates availability to work on CCI account over October – December 2020 (two pages).
  6. Contact details for 3 referees (one page).
  7. Full rate card (one page).
Note: Please structure your submission addressing the points numbered 1 to 7 as above.

4. FINANCIAL PROPOSAL

The financial proposal should be submitted in a separate email, with the documents as stated in points below.
 
Please complete and submit CCI A2: Declaration of interest and restrictions at www.ccisa.org.za/sites/default/files/confidentiality_and_conflict_of_interest_declaration.pdf along with technical proposal. If you are unable to download it for whatever reason, please write to Pinky@ccisa.org.za to request a copy. 

5. APPOINTMENT PROCESS

The suitable agency will be appointed through a 2-step appointment process involving a review and rating of credentials and cost schedules. The successful agency will be selected based on the professional merit, ability to deliver against project goals at the highest quality and within the scheduled time, and value for money. Based on the scores given, up to three agencies will be invited to meet with CCI staff. This meeting will be the final selection and confirmation of the agency to be appointed.
 
Submissions will be reviewed and rated based on the extent to which agencies demonstrate:

  • An understanding of the challenge for CCI and obesity prevention in South Africa
  • The extent to which their experience and capability complement the task
  • Appropriate costs and fees
The contract is expected to run up to 30 April 2021, commencing on the date of signing the contract. The successful bidder should be able to start from 14 December 2020.

6. EVALUATION CRITERIA

Agencies will be evaluated based on their ability to adhere to the project timelines, their track record of producing similar social or public health campaigns, the experience and capability of the agency, and value for money.
 
Phase 1: Technical Evaluation

The evaluation of the technical part of the proposal will be on the basis of the candidate’s responsiveness to the application of the evaluation criteria and points system as indicated below. Each responsive proposal will be given a technical score.
 

Criteria Points Allocated
Originality & creativity of proposal (Assessed on other work done in the past) 40
Portfolio of work 35
Applauds & recognition 5
 
Experience in social / public health issues                20
Total           100
Bidders will receive further consideration if they score at least 60% minimum points out of the 100 points on technical criteria as listed above as well as at least 50% in each criteria.
 
Phase 2: Pricing and B-BBEE Evaluation
 
Should the proposal be successful in the Technical Evaluation, the proposal will then be subject to evaluation based on pricing and B-BBEE criteria. Please note that our B-BBEE specifications include a diverse team with good female and black representation. Not just diverse management but also diversity within the team that will directly work on the account as well.
 
The following weighting of criteria will be used for the evaluation of the proposals:
 
Pricing                                                                                                  90 points
B-BBEE Points*                                                                                   10 points
*Level 1 & 2 =10 points; Level 3 & 4 = 5 points; Above Level 4 & Non-compliant = 0
 
Phase 3: Location
 
Only suppliers who are physically based in South Africa will be considered in the bidding process.

TECHNICAL PROPOSAL AND CRITERIA
 
The written tender application should focus on the following aspects to qualify and be considered:

  • Originality & creativity of proposal
    • Use of visuals of CCI CI
    • Shows understanding of what the Food Policy Project (FPP) is about
    • Shows an understanding of who FPP’s target market is
  • Portfolio of evidence
    • Evidence of past work
    • Current and past clientele
  • Category, market segment or product experience
    • Have prior experience working with client in the health advocacy sector will be an advantage
    • Level of experience of staff who will work on Food Policy Program account including their CVs
To enable CCI to evaluate the entity on the above criteria, please ensure that suitable documentation is attached.

7. CONFLICT OF INTEREST

In terms of good corporate governance, a supplier should not be appointed where there is an existing real or perceived conflict of interest. CCI will not entertain proposals from agencies that currently provide services to, received support from, or been affiliated with the tobacco or processed food, alcohol and sugary beverage industry or its agents or associates within the past two (2) years.

8. SUBMISSION DETAILS

Please submit completed proposals to Pinky Makhaye (pinky@ccisa.org.za) copying Nyiko Langa at Nyiko@ccisa.org.za by 17:00 on or before Friday, 20 November 2020
 
Queries and requests for additional information should be directed to Pinky Makhaye (pinky@ccisa.org.za).
 
Please note: Questions and Answers will be shared with all agencies in the pitch process (to ensure that no one agency is unfairly advantaged)
 
NB: CCI will only communicate with shortlisted bidders and should you not hear from us within one month after the closing date, consider your applications as unsuccessful.

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